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PAZAR PAYI ZAMAN SERİLERİNİN KULLANlLMAŞI İLE MARKALAR ARASI GEÇİŞ MATRİSİNİN BELİRLENMESİNE YÖNELİK MODEL ÖNERİSİ

Year 2003, Volume: 5 Issue: 20, 205 - 211, 29.06.2003
https://doi.org/10.14783/maruoneri.682243

Abstract

Pek çok işletme, planlanmış talep pozisyonlarındaki başarılarını değerlendirirken pazar paylarını dikkate alırlar. Bunun sebeplerinden biri işletmelerin birincil talebi her zaman etkileyememeleri; ikincisi ise endüstriyel satışlarda pazarlama yönetiminin en önemli araçlarından biri olan reklamın etkisinin çok az olmasıdır. Halbuki, piyasa değişkenlerinin işletmenin üretim miktarı kararını vermesi için önemlidir. Bu çalışmanın amacı, literatürde yer alan pazar payı tahmin modelleri ve bunları çözme yöntemlerini kıyaslayarak, piyasa değişkenlerinden bağımsız, pazarda değişikliklerin olmadığı kabul edilen, rekabeti ve marka bağımlılığını ölçen bir model önermektir. Tüketicilerin markalar arasında geçişini temel alan model Markov sürecinden yola çıkılarak kurulmuştur. Modeli çözüm yöntemi olarak, amaç fonksiyonu hata karelerin minimum yapılmasına dayandığından kuadratik programlama önerilmiştir.

References

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  • [2] BOEHLER, H., Marktforschung, Kohlhammer, Stuttgart, 1992, ss.21,64-65,67-69.
  • [3] GREEN, P.; TULL, D., Methoden und Techniken der Marketingforschung, 4. Baskı, Tercüme: Richard KOEHLER et.al., C. E. Poeschel Verlag, Stuttgart, 1982, ss.475,499-500.
  • [4] BEHRENS, K.C., Demoskopische Wiesbaden, 1966, s.14.
  • [5] MEFFERT, M., "Neue Informations- und Kommunikationstechnologien in der Marktorientierten Unternehmensführung", Strategische Unternehmensführung und Marketing, Wiesbaden, 1988, s.149.
  • [6] MUELLER-HAGEDORN, L., Das Konsumentenverhalten Grundlagen für die Marktforschung, Gabler, Wiesbaden, 1986, ss.55, 61-63.
  • [7] KAAS, K.P., "Preiseinfluß und Markenwahl", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, s.399.
  • [8] CAN, T.; USLU, A., "Analysis of Brand Loyalty with Mrkov Chains", First International Joint Symposium Business Administrators in the New Millenium, Silesian University and Çanakkale Onsekiz Mart University, 1-3 Haziran 2000, ss.583-591.
  • [9] KAAS, K.P., "Zeitbezogene Untersuchungspläne - Neue Analysemethoden der Marktforschung", Innovative Marktforschung, Forschungsgruppe K+V (Hrsg.), Physica Verlag, Würzburg et al., 1983, ss.162,167,172. [10] SCHAETZLE, T.; GRABICKE, K:, "Paneluntersuchungen und ihre mögliche Anwendungsproblematik", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, ss.297-298.
  • [11] MEFFERT, H.; STEFFENHAGEN, H., "Marketing-Prognosemodelle", Quantative Grundlagen des Marketing, Stuttgart, 1977.
  • [12] PALDA, K., The Measurement of Cumulative Advertising Effects, Englewood Cliffs, N.J., Prentice Hall, 1964.
  • [13] SIMON, H., "Dynamische Erklärungen des Nachfragerverhaltens aus Carryover-Effekt und Responsefunktion", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, ss.415- 417.
  • [14] BECKWITH, N.E., "Multivariate Analysis of Sales Responses of Competing Brands to Advertising", Journal of Marketing Research, Nr: 9, Mayıs 1972, s.168-176.
  • [15] HOERMANN, W., Mathematik für Wirtschafts-wissenschaftler, Beyaz Yayınları, İstanbul, 1999, s.41.
  • [16] MIDGLEY, D. G., "A Simple Mathematical Theory of Innovative Behavior", Journal Of Consumer Research, Vol. 3, 1976, ss.31-41.
  • [17] KUEHN, R., Marketing: Analyse und Strategie, Werd Verlag, 4. Baskı, 2000.
  • [18] CHEN, H.; HUFFEL, V., "Improved methods for exponential parameter estimation in linear systems”, IEEE Transactions on Signal Processing, Vol. 45, Nr. 5, Mayıs 1997, ss.1390-1394.
  • [19] ER-WIE, B.; YINYU, Y., "Constrained logarithmic least squares in parameter estimation", IEEE Transactions on Automatic Control, Vol. 44, Nr. 1, Ocak 1999, ss.182-187.
  • [20] HAYES, K.; HASLETT, J., "Simplifying General Least Squares", American Statistician, Vol. 53, No: 4, Kasım 1999, ss.376-381.
  • [21] TIBSHIRANI, R., "Regression shrinkage and selection via the lasso". J. Royal. Statist. Soc B., Vol. 58, No. 1, 1996, ss.267-288.
  • [22] OSBORNE, R.; PRESNELL, B.; TURLACH, B.A., "On the LASSO and its Dual”, Journal of Computational & Graphical Statistics, Vol. 9, No: 2, Haziran. 2000, ss.319-338.
  • [23] NORRIS, J.R., Markov Chains, Cambridge University , Press, USA, 1998, s.56.
  • [24] İŞYAR, Y., Ekonometrik Modeller, VİPAŞ A.Ş., Bursa, 1999, s.470.
Year 2003, Volume: 5 Issue: 20, 205 - 211, 29.06.2003
https://doi.org/10.14783/maruoneri.682243

Abstract

References

  • [1] PARSONS, L.J.; SCHULTZ, R.L., Marketing Models and Econometric Research, 2. Baskı, Elsevier North Holland Inc., New York, 1978, ss.3,10,138-151.
  • [2] BOEHLER, H., Marktforschung, Kohlhammer, Stuttgart, 1992, ss.21,64-65,67-69.
  • [3] GREEN, P.; TULL, D., Methoden und Techniken der Marketingforschung, 4. Baskı, Tercüme: Richard KOEHLER et.al., C. E. Poeschel Verlag, Stuttgart, 1982, ss.475,499-500.
  • [4] BEHRENS, K.C., Demoskopische Wiesbaden, 1966, s.14.
  • [5] MEFFERT, M., "Neue Informations- und Kommunikationstechnologien in der Marktorientierten Unternehmensführung", Strategische Unternehmensführung und Marketing, Wiesbaden, 1988, s.149.
  • [6] MUELLER-HAGEDORN, L., Das Konsumentenverhalten Grundlagen für die Marktforschung, Gabler, Wiesbaden, 1986, ss.55, 61-63.
  • [7] KAAS, K.P., "Preiseinfluß und Markenwahl", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, s.399.
  • [8] CAN, T.; USLU, A., "Analysis of Brand Loyalty with Mrkov Chains", First International Joint Symposium Business Administrators in the New Millenium, Silesian University and Çanakkale Onsekiz Mart University, 1-3 Haziran 2000, ss.583-591.
  • [9] KAAS, K.P., "Zeitbezogene Untersuchungspläne - Neue Analysemethoden der Marktforschung", Innovative Marktforschung, Forschungsgruppe K+V (Hrsg.), Physica Verlag, Würzburg et al., 1983, ss.162,167,172. [10] SCHAETZLE, T.; GRABICKE, K:, "Paneluntersuchungen und ihre mögliche Anwendungsproblematik", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, ss.297-298.
  • [11] MEFFERT, H.; STEFFENHAGEN, H., "Marketing-Prognosemodelle", Quantative Grundlagen des Marketing, Stuttgart, 1977.
  • [12] PALDA, K., The Measurement of Cumulative Advertising Effects, Englewood Cliffs, N.J., Prentice Hall, 1964.
  • [13] SIMON, H., "Dynamische Erklärungen des Nachfragerverhaltens aus Carryover-Effekt und Responsefunktion", Konsumentenverhalten und Information, MEFFERT, H.; STEFFENHAGEN, S.; FRETER, H. (Ed.), Gabler KG, Wiesbaden, 1979, ss.415- 417.
  • [14] BECKWITH, N.E., "Multivariate Analysis of Sales Responses of Competing Brands to Advertising", Journal of Marketing Research, Nr: 9, Mayıs 1972, s.168-176.
  • [15] HOERMANN, W., Mathematik für Wirtschafts-wissenschaftler, Beyaz Yayınları, İstanbul, 1999, s.41.
  • [16] MIDGLEY, D. G., "A Simple Mathematical Theory of Innovative Behavior", Journal Of Consumer Research, Vol. 3, 1976, ss.31-41.
  • [17] KUEHN, R., Marketing: Analyse und Strategie, Werd Verlag, 4. Baskı, 2000.
  • [18] CHEN, H.; HUFFEL, V., "Improved methods for exponential parameter estimation in linear systems”, IEEE Transactions on Signal Processing, Vol. 45, Nr. 5, Mayıs 1997, ss.1390-1394.
  • [19] ER-WIE, B.; YINYU, Y., "Constrained logarithmic least squares in parameter estimation", IEEE Transactions on Automatic Control, Vol. 44, Nr. 1, Ocak 1999, ss.182-187.
  • [20] HAYES, K.; HASLETT, J., "Simplifying General Least Squares", American Statistician, Vol. 53, No: 4, Kasım 1999, ss.376-381.
  • [21] TIBSHIRANI, R., "Regression shrinkage and selection via the lasso". J. Royal. Statist. Soc B., Vol. 58, No. 1, 1996, ss.267-288.
  • [22] OSBORNE, R.; PRESNELL, B.; TURLACH, B.A., "On the LASSO and its Dual”, Journal of Computational & Graphical Statistics, Vol. 9, No: 2, Haziran. 2000, ss.319-338.
  • [23] NORRIS, J.R., Markov Chains, Cambridge University , Press, USA, 1998, s.56.
  • [24] İŞYAR, Y., Ekonometrik Modeller, VİPAŞ A.Ş., Bursa, 1999, s.470.
There are 23 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

A. Mete Çilingirtürk

Publication Date June 29, 2003
Published in Issue Year 2003 Volume: 5 Issue: 20

Cite

APA Çilingirtürk, A. M. (2003). PAZAR PAYI ZAMAN SERİLERİNİN KULLANlLMAŞI İLE MARKALAR ARASI GEÇİŞ MATRİSİNİN BELİRLENMESİNE YÖNELİK MODEL ÖNERİSİ. Öneri Dergisi, 5(20), 205-211. https://doi.org/10.14783/maruoneri.682243

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

e-ISSN: 2147-5377